2. The Business
Started in 2001 by famed inventor Dean Kamen.
VC Capitalist John Doerr opined that it would be
more important than the internet.
Still not profitable with only 30,000 sold total.
3. Challenges and Goals
Challenges:
Overtake major modes of transportation
Convince people to take a chance on new
technology
Goal:
Spread use of Segway globally, starting with Large
cities and college campuses.
“Make Segway to the car, what the car was to the
horse and buggy” – Dean Kamen
Make the company profitable
4. New Strategy
Old Theme: “Simply Moving”
New Theme: “Transform the Way You Move”
This is a call to action
Invokes thoughts of the a better, futuristic
technology
5. Social Media Strategy
16,000 like on FB
4,000 followers on Twitter
Own social network for Segway enthusiasts
Great idea, great follow through, collection of die hards
Must get more average people aware of brand
through social media
6. Campaign Launch
Target big congested cities and college towns.
Benefit to people in congested cities: quicker than
cars or public transportation, cheaper than car, and
no paying for gas
Benefit to college kids: easy to navigate large college
campuses, especially better than cars. Also, looks
cool.
7. Google Adwords Campaign
Keywords: cars, New York, Michigan State
University, bicycles, transportation
Ad Copy:
“Segway – Transform the Way You Move”
“Rediscover your city for the first time”
“Test the new Segway free for 30 days”
“www.segway.com”
8. Measuring results
Sales will climb to 20,000 units/ $10 million per year
in the 1st year
Expect sales of $25 million in year 2 and $45 million
in year 3.
Success can be measured in 6 months after launch.
If at least 7,500 units are sold.
9. Budget
$2 million for new social marketing campaign.
This is 1/50 of R&D budget.
$500,000 is allocated to Facebook advertising.
$1.5 million is allocated to Google Adwords.
This will include traditional ads as well as mobile ads.
10. Final Thoughts
With this strategy we can begin to change the world
into a more efficient, gasoline-less world.
As Amazon.com CEO Jeff Bezos once said about the
segway, “Cities will be built around this device.”
That time is now!
